Which of the following correctly states the market condition that led firms to the selling concept and the way the firms responded to it?
Answer & explanation
Correct answer: option 1
The correct answer is Option (1) → Condition: a large number of sellers were selling quality products; Response: aggressive selling and promotional efforts
Option (1) Condition: a large number of sellers were selling quality products; Response: aggressive selling and promotional efforts — Correct. Over time, a large number of sellers came to sell quality products. Quality and availability alone could no longer keep a firm going. So firms took up aggressive selling and promotional efforts to persuade buyers. This is the selling concept.
Option (2) Condition: the demand for goods exceeded their supply; Response: aggressive selling and promotional efforts — Incorrect. Demand exceeding supply was the condition of the production concept. At that time selling was no problem, so firms did not need aggressive selling.
Option (3) Condition: a large number of sellers were selling quality products; Response: continuous improvement in quality and features — Incorrect. The condition is right. But continuous improvement in quality and features was the response under the product concept.
Option (4) Condition: the demand for goods exceeded their supply; Response: continuous improvement in quality and features — Incorrect. Both halves belong to earlier concepts. Demand exceeding supply led to the production concept, and continuous improvement in quality marks the product concept.
NCERT (2026-27 Edition): “The Production Concept During the earlier days of industrial revolution, the demand for industrial goods started picking up but the number of producers were limited. As a result, the demand exceeded the supply. Selling was no problem. Anybody who could produce the goods was able to sell. …” “The Selling Concept With the passage of time, the marketing environment underwent further change. The increase in the scale of business further improved the position with respect to supply of goods, resulting in increased competition among sellers. The product quality and availability did not ensure the survival and growth of firms because of the large number of sellers selling quality products. This led to greater importance to attracting and persuading customers to buy the product. The business philosophy changed. It was assumed that the customers would not buy, or not buy enough, unless they are adequately convinced and motivated to do so. Therefore, firms must undertake aggressive selling and promotional efforts to make customers buy their products. …” |